Tue 29.4.

Dutch interior architectural practice i29 have designed a retail space for Frame Publishers and Foam Photography Museum Amsterdam, who have joined forces for a creative centre in the historic canal-side Felix Meritis building in Amsterdam.

Shop 02 / Frame store by i29

“The Frame Store offers a three-dimensional experience of the magazine – a creative and innovative universe that surprises and inspires.” says i29. “The world of Frame shows what good design can do, and is a celebration of beauty, functionality and accessibility through timeless products. The Frame Store will stage new talents, new products and new brands from various genres. Fashion, art and design sit alongside media, beauty and food.”

Shop 02 / Frame store by i29

“Transforming the space into a mirrored universe, the award-winning designers elevate and reflect its grandeur. To i29, the multiple use of mirrors throughout the monumental space stands for reflection of time and history; the old versus the new. Furthermore it represents Frame’s role reflecting on architecture, interiors and products as published in it’s magazine. Products are presented on series of single platforms with mirrored sides and black top surfaces with integrated black frames. The surfaces and products seam to float through space. The goal was to create a surreal world of reflecting elements presenting the products without interfering with the quality of the monumental environment.”

Shop 02 / Frame store by i29

Two larger mirrored objects contain fitting rooms, a small art gallery and stairs that offer a different perspective for visitors who climb them – and a surreal image for the other visitors in the shop looking only at the top half of these personages.

Shop 02 / Frame store by i29

“The contradiction of this minimal and modest intervention, is that the volumes are absorbed in the existing space and seem to disappear. At the same time they are adding extreme sharpness and intensify the experience of the existing space even more than before.”